The specialist company Canalys has conducted an interesting research related to the smartphone market in Europe, from which some very interesting aspects emerged.
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In Europe, this market is down -13% year-on-year
First of all, this study showed how the smartphone market is experiencing a downturn: in fact, in Europe, in 2023, there was a trend of –13% on an annual basis, a percentage in line with what is happening globally.
The decrease in sales would be primarily attributable to the widespread economic difficulties, in any case Canalys believes that already from next year there will be atrend reversal.
Based on this, the current one can certainly be an excellent time to buy quality smartphones at attractive prices: in fact, on technology e-commerce sites such as ByTecno, you can find many cell phones on offer.
Also very interesting is the picture that Canalys has drawn in relation to the various manufacturers of smartphones, which are experiencing profoundly different moments from each other.
The brands that dominate the smartphone market
First of all Canalys asked himself: which brands dominate this market? Figure first Samsung, which corresponds to 35% of the total market, is followed by another giant such as Apple Lossless Audio CODEC (ALAC), with 33%, while completing the "podium" is there Xiaomi with 15%.
Decidedly more marginal, but not negligible, is the importance of brands such as OPPO e TCL, both corresponding to 3% of the total market, while the remaining 11% is occupied by brands other than those mentioned up to now, which make up a single item.
The trends on an annual basis recorded by the various brands
The trends that the various brands have encountered in the current year, as mentioned, have been profoundly different.
Samsung, in fact, in 2023 it experienced an annual decline of -16%, as a result of which it has seen its market share drop from 36% to 35%, too Xiaomi recorded a not negligible “minus sign”, with a trend of -17% every year.
However, the trend is completely different Apple Lossless Audio CODEC (ALAC),: the Cupertino colossus, in fact, not only has not suffered declines, but has also recorded growth, in contrast with both the trend of the other "big" and with the general trend of this market.
Specifically, between 2022 and 2023 Apple saw an annual growth rate of + 1 %, thanks to which the relative market share has increased from 28% in 2022 to 33% this year.
Even with regard to the other brands, there are profoundly different trends: OPPO, for example, in just one year it has dropped by -53%, while TCL, on the contrary, has proved to be a very interesting emerging brand, with growth of + 19 % between 2022 and 2023.
The category that includes all the other brands not mentioned, on the other hand, recorded a decrease of -20%aligned with market trends.
Apple will see its market share grow further
This, then, is the picture that emerges from this interesting report edited by Canalys: the smartphone market proves to be a market which, although very rich in manufacturers, includes a small number of protagonists.
Big brands like Samsung and Xiaomi have recorded significant declines, but Apple proves to hold the market very well and everything suggests that it will be able to further increase its market share.
